Perhaps as a result, over a third of time-pressed parents said they rely on technology to keep a sense magic alive in their little ones.

And almost a fifth said they don't know how to play 'magical' games with their children.

The research also found one in six families play magic and fantasy games just once a month or less.

Seventy per cent of parents blame the lack of time spent playing with their children on after work commitments and household chores.

Despite this, half believe magical play helps them bond with their kids, 41 per cent think it helps children make friends with other kids and 31 per cent believe it encourages outdoor play.

And 66 per cent of parents think having a belief in the extraordinary helps children develop their ability to be creative.

Over a third said playing with their kids helps them shake off the stresses of being an adult and 40 per cent admit it helps restore a sense of magic which has faded as they've grown-up.

Chantelle Hazelden added: "This summer, I urge families to get outdoors and enjoy the Smurfs: The Lost Village augmented reality experience - the perfect opportunity to try something fun and keep magical, imaginative play alive."

The research of 1,000 parents with children aged two to ten was commissioned to mark the launch of Smurfs: The Lost Village which is available on Blu-ray and DVD from 14th August.

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